MOO began with a mission to transform the dusty print industry. Job done, they now had a new goal – to use their experience to shake up the wasteful world of branded merch.

But while the business was moving forward, the brand was still living in its start-up era. Playful rounded type, bright coloramas and an Innocent-esque tone of voice had helped to sell MOO as a friendly “non-businessy” business brand. This new audience though, would need a new approach.